Do the “logomotive” moving brand identity

Part of the journey of discovery with Feeding Edge as a business has focussed around immersing myself in the logo. I know a logo does not make a brand, but as a flag to rally around it is a good place to start. There is something theraputic about finding new renditions for an idea, and executing them on the very platforms that I help people come to understand.
I had done a few of these before as we played with the eightbar image over the years.
The journey so far started with in the middle of the night with an image in my head, combined with a small plastic cog from a toy that was lying around in the kitchen and fueling my late night ponderings.
The logo was intended to be a simple line drawing to enable lots of easy transformations.
Xbox Live had an interesting web application to allow you to make scenes with your 360 avatar and so I gave that a go. It is really just a composite but I liked how it worked, and I was able to use my own background.

However I also tried out a version of the logo on my shirts in the 360 version of skate2 that I blogged here

That indicated to me that the sort of size and shape and simple approach was going to work. It was alot cheaper than printing real shirts first to find out too!
Another test was how quickly could I work up a Second Life version

Very quickly indeed of course! These are basic prims, but a good friend is building a scuplty low prim one for me and its looking very neat indeed, more in another post on that.
Finally in the journey so far, a quick rendition on the wonderful Little Big Planet on PS3.

I was particularly happy with this one as it was so quick to do, yet very satisfying.
I guess this sort of logo morphing does not fit in with heavily PR managed logos companies have, a degree of control and protection is placed upon them with lots of guidelines in force. With new environments and hence styles possible I think it will become harder for brands to deal with the minute details of control, but they will need to explore things in the ways I am doing here in order to be where the people are.